Empire Goes Mobile With Filmnight
StumbleUponEmap Advertising and Emap Consumer Media have announced a strategic mobile and online partnership with Filmnight Digital. The sees Emap's film title, Empire, launch the Empire Filmnight Club, available on Vodafone, O2's i-Mode and T-mobile...
Emap Advertising and Emap Consumer Media have announced a
strategic mobile and online partnership with Filmnight Digital.
The deal will see Emap’s film title, Empire, launch the Empire
Filmnight Club, taking the brand onto mobile for the first
time.
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Subscribers to the Empire Filmnight Club will be able to download movie clips, ringtones and games via their mobiles alongside options to submit personal mini movie reviews and the capacity to access local cinema film times. The Empire Filmnight Club will also offer a unique movie retail service with a loyalty scheme and free rental element amongst other member benefits.
This unique deal, unvelied on 12 April 2006, unites Empire’s market-leading print brand and diverse editorial content with Filmnight Digital's dedicated retail and technical expertise. The creation of the Empire Filmnight Club on mobile is the first step in this strategic partnership and is part of their effort to maintain the Empire brand's relevance through cutting-edge movie-driven content.
Web, mobile & retail cross-promotion
The Empire Filmnight Club and its benefits will be promoted across all other Empire and Filmnight Digital channels; in print, via the Empire monthly magazine and online via www.empireonline.com and www.filmnight.com. Additional promotion will include on-mobile via Filmnight Digital’s short code MFILM (63456) and in-store via Filmnight.com’s network of high street DVD rental outlets. Consumers will be able to access the Empire Filmnight Club via the respective movie channels on Vodafone, O2’s i-Mode and T-mobile.
In addition to launching the Empire brand on mobile, this deal will also extend online. Filmnight Digital will power the newly launched Empire Film Store; a unique DVD and Video-on-Demand retail service with a loyalty scheme and free rental element amongst other member benefits.
As part of this ongoing partnership, Empire and Filmnight Digital will execute joint marketing activity, such as preferential Empire magazine subscription rates to club members and Filmnight.com customers. In addition, selected Filmnight.com stores will exclusively stock Empire magazine.
The deal was brokered by Sapna Burton, Business Development Director for Empire, Andrea Kilbourne, MD of Interactive at Emap and Shashi Fernando, Managing Director of Filmnight Digital.
Adding the overdue retail element to content
Colin Kennedy, Editor-In-Chief and Acting Publisher of Empire said: “After more than 16 years as the UK’s leading movie magazine and a full decade of Empire Online, we are always looking for ways to expand the Empire brand and to provide new and genuinely useful services for the most passionate film fans in the country."
“This timely partnership with Filmnight Digital allows us to tick both boxes - moving swiftly and comprehensively into the all-important mobile market and adding an overdue movie retail element to our hugely popular website.”
Shashi Fernando commented: “This partnership is very much a collaboration, bringing together the strengths of both companies. At Filmnight Digital, we have proven that consumers are 40% more likely to download mobile film content if it is high quality. With Empire’s respected, credible content and Filmnight Digital’s technology capabilities, together we can ensure the Empire Filmnight proposition sets the standard for mobile content delivery.”
About Emap:
Emap plc is a media company whose purpose is to create 'must-have' entertainment and information which can be delivered to every home and business within defined communities. Emap's business activities focus around three main areas: magazines, B2B events and radio. Emap Consumer Media comprises the majority of the Group's consumer magazine portfolio in the UK and overseas, with the exception of France. It publishes over 65 titles in the UK such as heat, FHM, Closer, Max Power, Angling Times and Today's Golfer - and Empire, the UK’s most respected number one film magazine, established 16 years, with a website that has been going for ten years. Emap.com
About Filmnight Group Limited:
Filmnight Group Limited was founded in 2003 and has two subsidiary businesses, Filmnight.com and Filmnight Digital, which work across the company’s three distinct business areas. Filmnight.com encompasses two of these business areas; www.filmnight.com provides online DVD retail from the Channel Islands with a selection of over 28,000 DVDs, while on the high street, Filmnight.com provides DVD rental and retail via a network of over 200 stores, which, following the acquisition of Prime Time, is one of the UK’s largest high street rental operations. Filmnight Digital is the interactive content arm of Filmnight Group Limited focussing on the third business area, content provision and DVD retail across several mobile networks in the UK and internationally. www.filmnight.com
[Register and post your own comments on this article below...]
Subscribers to the Empire Filmnight Club will be able to download movie clips, ringtones and games via their mobiles alongside options to submit personal mini movie reviews and the capacity to access local cinema film times. The Empire Filmnight Club will also offer a unique movie retail service with a loyalty scheme and free rental element amongst other member benefits.
This unique deal, unvelied on 12 April 2006, unites Empire’s market-leading print brand and diverse editorial content with Filmnight Digital's dedicated retail and technical expertise. The creation of the Empire Filmnight Club on mobile is the first step in this strategic partnership and is part of their effort to maintain the Empire brand's relevance through cutting-edge movie-driven content.
Web, mobile & retail cross-promotion
The Empire Filmnight Club and its benefits will be promoted across all other Empire and Filmnight Digital channels; in print, via the Empire monthly magazine and online via www.empireonline.com and www.filmnight.com. Additional promotion will include on-mobile via Filmnight Digital’s short code MFILM (63456) and in-store via Filmnight.com’s network of high street DVD rental outlets. Consumers will be able to access the Empire Filmnight Club via the respective movie channels on Vodafone, O2’s i-Mode and T-mobile.
In addition to launching the Empire brand on mobile, this deal will also extend online. Filmnight Digital will power the newly launched Empire Film Store; a unique DVD and Video-on-Demand retail service with a loyalty scheme and free rental element amongst other member benefits.
As part of this ongoing partnership, Empire and Filmnight Digital will execute joint marketing activity, such as preferential Empire magazine subscription rates to club members and Filmnight.com customers. In addition, selected Filmnight.com stores will exclusively stock Empire magazine.
The deal was brokered by Sapna Burton, Business Development Director for Empire, Andrea Kilbourne, MD of Interactive at Emap and Shashi Fernando, Managing Director of Filmnight Digital.
Adding the overdue retail element to content
Colin Kennedy, Editor-In-Chief and Acting Publisher of Empire said: “After more than 16 years as the UK’s leading movie magazine and a full decade of Empire Online, we are always looking for ways to expand the Empire brand and to provide new and genuinely useful services for the most passionate film fans in the country."
“This timely partnership with Filmnight Digital allows us to tick both boxes - moving swiftly and comprehensively into the all-important mobile market and adding an overdue movie retail element to our hugely popular website.”
Shashi Fernando commented: “This partnership is very much a collaboration, bringing together the strengths of both companies. At Filmnight Digital, we have proven that consumers are 40% more likely to download mobile film content if it is high quality. With Empire’s respected, credible content and Filmnight Digital’s technology capabilities, together we can ensure the Empire Filmnight proposition sets the standard for mobile content delivery.”
About Emap:
Emap plc is a media company whose purpose is to create 'must-have' entertainment and information which can be delivered to every home and business within defined communities. Emap's business activities focus around three main areas: magazines, B2B events and radio. Emap Consumer Media comprises the majority of the Group's consumer magazine portfolio in the UK and overseas, with the exception of France. It publishes over 65 titles in the UK such as heat, FHM, Closer, Max Power, Angling Times and Today's Golfer - and Empire, the UK’s most respected number one film magazine, established 16 years, with a website that has been going for ten years. Emap.com
About Filmnight Group Limited:
Filmnight Group Limited was founded in 2003 and has two subsidiary businesses, Filmnight.com and Filmnight Digital, which work across the company’s three distinct business areas. Filmnight.com encompasses two of these business areas; www.filmnight.com provides online DVD retail from the Channel Islands with a selection of over 28,000 DVDs, while on the high street, Filmnight.com provides DVD rental and retail via a network of over 200 stores, which, following the acquisition of Prime Time, is one of the UK’s largest high street rental operations. Filmnight Digital is the interactive content arm of Filmnight Group Limited focussing on the third business area, content provision and DVD retail across several mobile networks in the UK and internationally. www.filmnight.com
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